BREATH SAVERS
Breath Savers had a unique differentiator in that they don't just mask bad breath, they "neutralize" it. It's all about the blue crystals—hey, you can't argue with hard science.
We wanted to come up with an arresting campaign that really accentuated this fact. So, we came up with all these offbeat encounters where people would find themselves face to face with someone disturbingly up close. We didn't want it to be just couples about to suck face. I wrote the tagline: "Fresh breath you just can't escape," which broke open the comedic floodgates. We were all set to shoot some really fun TV spots when Kraft Foods sold the brand. We did manage to get this one-off print ad, though it did take some doing to get the client onboard.
